Work Overview:
The marketing strategy for the rebrand of ServiceTitan was aligned with overall business objectives and followed the SMART framework, meaning they are Specific, Measurable, Attainable, Relevant, and Time-bound.
Objectives:
- Brand awareness: Increase brand recognition among the target audience. Raise brand visibility through social media, content marketing, and public relations.
- Lead generation: Generate qualified leads that can be nurtured into sales. Create targeted campaigns, offering valuable content downloads, or running lead ads.
- Customer acquisition: Acquire new customers by driving more traffic to the website, running sales promotions, or offering free trials.
- Sales growth: Increase sales revenue from the existing customer base or through new customer acquisition.
- Customer engagement: Increase engagement on social media, website, and through email marketing.
- Brand loyalty: Build stronger relationships with existing customers to encourage repeat purchases and referrals.
- Establish industry thought leadership: Position the brand as an expert in their industry, increasing trust and credibility.
Scope of Work:
Developing a marketing strategy is an ongoing process that involves research, analysis, planning, and implementation. Here's a general idea of the steps involved:
Situation Analysis: Assess your current marketing position, strengths, weaknesses, opportunities, and threats (SWOT analysis).
- Goal Setting: Determine the specific marketing goals and how they align with the overall business objectives.
- Target Market Research: Gather in-depth information about the ideal customer.
- Competitor Analysis: Research competitors' marketing strategies and identify areas for differentiation.
- Develop Your Marketing Mix: Craft the service offering, pricing strategy, distribution channels, and promotional plan.
- Implementation: Put the marketing strategy into action.
- Monitoring and Measurement: Track results and make adjustments to the strategy as needed.
